Morning Live presenter Gethin Jones has been slapped with a warning for breaching the BBC’s guidelines
The TV host, 48, has fronted the BBC One show since 2020 alongside Helen Skelton and Michelle Ackerley.
He has recently been spotted wearing a range of watches from the luxury brand Clogau onscreen. He is a paid ambassador for the firm – which is strictly against the Beeb’s rules.
Presenters “must not appear on-air wearing clothing or using products or services which they have been contracted to promote,” according to the channel’s guidelines.
BBC Studios told the Mail On Sunday: “We have clear guidelines around presenter‘s commercial activities, and Gethin has been reminded of these.”
Jones - who has faced rumours he is dating his co-star Skelton - has been seen wearing Clogau watches consistently over the past eight months, including a £550 stainless steel model which he has worn more than thirty times on the show.
The Cardiff-born star was spotted wearing the watch in Morning Live’s Manchester studios most recently on Wednesday.
A source told the Mail on Sunday: “It is completely unacceptable. Stars are blatantly flouting the rules. Clearly, there is not adequate monitoring.
“Gethin has worn these pieces for months now, unnoticed by producers and line managers.”
The Standard has contacted Jones’ representative for comment.
Jones has been the face of Clogau’s men’s jewellery range for almost a decade and regularly shares sponsored posts for them on Instagram.
The BBC does not allow broadcasting commercial advertisements or engaging in hidden product placement on its public service channels.
Monty Don faced a similar debacle with the broadcaster in May.
He was reminded of BBC guidelines after appearing on Gardeners’ World wearing a Barbour jacket while simultaneously fronting an advertising campaign for the clothing brand.
The horticulturalist wore the navy jacket during the latest series of the BBC gardening programme, despite current BBC rules stating that presenters should not wear or promote products on-air that they have agreed to endorse commercially.
Don is currently featured in Barbour’s Way of Life campaign, which sees him discussing his connection to nature and the outdoors.
The overlap prompted the BBC to remind him of its guidelines around commercial endorsements and on-screen appearances.
Don teamed up with Barbour for the latest installment of its Way of Life campaign, appearing in episode 22 of the brand’s long-running It's A Way of Life series.
He joins a roster of celebrity ambassadors including Frankie Bridge, AJ Odudu, Ella Eyre and Rachel Stevens, whose outfits and featured items can be purchased through the brand's website.
In 2024, Gary Lineker appeared to wear outfits from his own fashion range during coverage of England’s opening Euros game.
The presenter - who left the BBC in 2025 - sported a pale green knitted T-shirt, before putting on a sage green jacket at half-time.
Both items resembled clothing from the Next X Gary Lineker collection, which was promoted as being “edited by the legendary man himself”.
